British Airways is launching a promotion through three of its
below-the-line agencies, Carlson, Tullo Marshall Warren and Claydon
Heeley, for its premium business traveller product, Club World.
The initiative follows this week’s news that the airline has lost pounds
50 million in revenue due to long-haul Club World passengers defecting
to other airlines. An internal BA survey of its Gold Card members - the
top tier of its tri-partite Executive Club - revealed that 48 per cent
of its former flyers prefer to fly with business-class competitors.
This is the first time that three below-the-line roster agencies have
been briefed together for a single campaign. The creative strategy, led
by TMW, bypasses the usual corporate image and focuses instead on the
staff members behind the service.
’We have used real-life photography of British Airways staff at work
across the key airline departments, giving their own individual promise
to provide business travellers with the best possible service,’ Chris
Freeland, the group account director for BA at TMW, explained.
The initiative is based around a core ’promise’ brochure, also developed
by TMW, and has been extended into a fully integrated campaign. The
Carlson mailing will go out to 200,000 of the 650,000 existing Club
World members, selected according to their travel record.
Additionally, inserts by Carlson will be enclosed in the welcome packs
for new members.
Claydon Heeley’s task is to target the 25,000 travel agents that sell
the Club World flights and give them their own incentive scheme.